About

For too long, tourism success has been reduced to a numbers game, counting visitor arrivals, measuring expenditures, and tracking hotel occupancy. But these figures tell only a fraction of the story.

They overlook the lived experiences of residents, the resilience of local economies, and the health of ecosystems. More and more destinations are realizing that traditional key performance indicators (KPIs) fail to capture the true essence of tourism’s impact.

Our Approach

Colorful mural with diverse hands and phrases about love and kindness.
Torres del Paine mountain range in Patagonia with lake and clouds in Chile

Unlike conventional metrics, Wonderful KPIs are co-created with local communities, ensuring that tourism is assessed based on what truly matters to those who live there. They define success by asking: What do residents value from the place they co-inhabit? What should tourism enhance rather than erode? How could tourism foster well-being for residents and care for nature?

By designing KPIs around these values, destinations can track meaningful indicators such as access to green spaces, the sense of cultural belonging, air quality, or even what percentage of ambient sound that belongs to birdsongs.

This is tourism measurement reimagined.

  • Tourism is at a crossroads. Climate change, overtourism, and social inequities are forcing destinations to rethink their priorities. UN Tourism emphasizes the need for sustainable and responsible tourism, yet outdated metrics continue to dominate decision-making, often at the expense of local well-being and environmental health.

    Wonderful KPIs respond to this gap by ensuring tourism is measured in alignment with the priorities of those most affected by it. Rather than replacing traditional indicators, they add a new layer, one that reflects the lived reality of residents and stakeholders. By incorporating measures of cultural preservation, environmental health, and social equity, destinations can transition from extractive tourism models to regenerative ones.

  • To ensure tourism contributes positively, Wonderful KPIs function across three interconnected levels:

    • Instrumental: Providing data-driven insights that guide policy decisions, tracking visitor distribution, environmental impact, and community well-being.

    • Conceptual: Shaping perceptions and shifting priorities, helping destinations redefine success beyond short-term economic gains.

    • Structural: Embedding change by integrating sustainability-driven metrics into governance frameworks and institutional policies.

  • Wonderful KPIs are not just theoretical; they need to be experienced and explored in creative ways. Imagine an interactive digital platform where DMOs and residents can see, contribute to, and experiment with KPIs in real time. What if a dashboard allowed users to track the soundscape of a place? Or a playful interface randomly generated new Wonderful KPI ideas, sparking new ways of thinking, much like Budapest Tuning’s ideas generator?

    By integrating AI-driven visualizations, gamification, and storytelling elements, Wonderful KPIs can evolve from abstract measures to engaging, participatory tools that inspire real action.

Share your Wonderful KPI

If you could measure what truly matters , what captures the essence and soul of the place you call home, what would you choose to measure? What would your Wonderful KPI be?